It is not about the channel experience anymore. Big data makes possible a holistic view of a consumer “journey,” that is bigger and more personal than simply being online, in-store, on mobile, or watching TV. That 360-degree or “one true view” of that customer can inform how messaging is crafted and timed according to the user’s path, not the platform. It demands a new understanding of a consumer “lifecycle” and data that drives marketers towards the right touch points. Our panel of marketing practitioners shares examples of how data is best being used to understand and enhance the customer experience and the challenges of creating that “one true view.”